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3.
With more than 26M people above 65 years old, Japan has a sizable
number of senior internet users (>8M) compared to other countries.
Internet usage for age group between 20-49 is nearly 100%.
Source: Ministry of internal affairs and communications here

4.
Adults in Japan spend roughly equal amount of time
on mobile phone/personal computer vs TV in 2017.
This trend will continue in the next few years
Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of
multitasking on desktop/laptop while watching TV is counted as 1 hour for TV and 1 hour for desktop/laptop; *includes all internet activities on
desktop and laptop computers; **excludes digital
Time spent per day across media

5.
Line is the most popular smartphone app in Japan in
2016 based on monthly average unique users
Twitter and Yahoo Japan have the highest percentage increase vs 2015.
Twitter is as popular as Facebook and both are far behind Line when it comes to social networks/
messaging in Japan.

10.
Japan digital ad spending per internet user ($98.25) is at 11st in the world in 2017. T
his means that internet advertising in Japan is not as competitive as AU, US, UK and
other countries.

11.
JP ecommerce is the second largest in APAC (behind China)
but the growth rate is quite slow against other countries
Retail ecommerce (in $ Billion)
$0
$750
$1,500
$2,250
$3,000
China US UK Japan South Korea
$80$111$153
$770
$2,660
$55$95$110
$451
$1,133
2017 2018 2019 2020 2021
Source: eMarketer
Retail ecommerce includes products or services ordered using the internet via any device, regardless of the method of payment or fulﬁllment;
excludes travel and event tickets; converted at the exchange rate of US$1=JPY108.772387; eMarketer benchmarks its Japan retail ecommerce
sales ﬁgures against Ministry of Economy, Trade and Industry (METI), for which the last full year measured was 2016